Brazilian retailer snubs Giovanni/FCB

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Giovanni/FCB in Sao Paulo is likely to end its 16-year relationship with the Sendas Group after the large Brazilian supermarket group decided to share its estimated $10 million advertising account with Rio de Janeiro-based independent V&S Comunicacoes.

In what was effectively a snub for FCB, the retail group awarded the most prestigious part of its account, the Sendas supermarket chain, to V&S. The company asked the incumbent to handle the group's smaller retailer outlets, Bon Marche and Casa Show. The decision by Sendas followed a review that included J. Walter Thompson Co. and Ogivly & Mather Worldwide.

Adilson Xavier, creative VP of Giovanni/FCB, says the agency has declined the two smaller retail accounts because it wants to be free to compete for other major retail businesses. "Considering the strong relationship we always had with the client and the know-how obtained, we'd like to have the chance to get other retail accounts in the market without worrying [about] possible conflicts," Mr. Xavier says.

Sendas would not confirm the agency appointments.

Copyright December 2000, Crain Communications Inc.

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